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Choosing the Right Transcreation Talent for Your Global Brand

Choosing the Right Transcreation Talent for Your Global Brand

Building a great global brand requires more than merely translating marketing materials or product information into a local language. Rather, effective global brands collaborate with experienced transcreation teams. Transcreation—the process of going beyond translation to adapt branded marketing content for a specific market—requires highly specialized resources who employ a creative process that not only captures […]

What Marketers Often Underestimate About US Hispanic Consumers

What Marketers Often Underestimate About US Hispanic Consumers

On the official list of 21 sovereign nations and dependent territories that speak Spanish as their first language, the US does not appear. But we think it should.

The State of Natural Language Generation in Content Creation

The State of Natural Language Generation in Content Creation

Using Natural Language Generation (NLG) tools to create content has been getting quite a bit of buzz in the past few years. (NLG is a subset of the general discipline of artificial intelligence.) The first content creation engines struggled with relatively basic writing tasks, producing content that was robotic in every sense. Many of these […]

Beyond Translation: How to Conquer the Global Marketing Multiverse

Beyond Translation: How to Conquer the Global Marketing Multiverse

Most of us would say we exist in a single dimension known as the universe. But what about the idea of a multiverse? Do you believe in the existence of infinite parallel universes, each governed by their own laws of nature?

Smart Devices and Voice Search: What You Need to Know

Smart Devices and Voice Search: What You Need to Know

We all prefer the easiest, most straightforward way to get the information we need. For an increasing number of people, that means getting help by talking into a phone or smart speaker rather than sitting down to type. In fact, 25% of people in the US, UK and Canada believe voice search will become the […]

Mapping Social Media Content to the Buyer’s Journey

Mapping Social Media Content to the Buyer’s Journey

Whether customers are buying fashion or technology products from online retailers or booking their next overseas trip, there are several steps between their initial realization that they may need or wish to buy something and the actual transaction when they commit to handing over their money. This “journey” typically involves researching and comparing multiple options […]

Five Tips to Manage Your Social Media Across Cultures

Five Tips to Manage Your Social Media Across Cultures

Social media communication is an essential part of global business. Companies operating on multiple continents will often have local social media accounts too, ensuring that relevant content is delivered to each market. Managing so many accounts across countries, languages and cultures presents significant challenges to any business, and in the unforgiving spotlight of the online […]

Managing a PR Crisis in a Global World

Managing a PR Crisis in a Global World

Almost every company will suffer a PR crisis at some point, whether it’s a major data security breach, a product recall, or negative media coverage as a result of an employee’s ill-judged tweets. These crises are often shared globally across social media, and quickly.

How to Get Started in B2B Marketing [Podcast]

How to Get Started in B2B Marketing [Podcast]

Most B2B marketers starting their outreach would quickly admit they could use some advice. You don’t know what you don’t know, right? With so many theories and strategies out there, it can be hard to pick an approach and gain momentum.

Five Ways to Use Facebook Messenger for Global Marketing

Five Ways to Use Facebook Messenger for Global Marketing

Online chat is exploding in popularity. But it’s not just people talking to each other. It’s people talking to brands, too.